ATME-I 2000 Two Many

Three decades ago, the American Textile Machinery Exhibition-International (ATME-I) was the
crown jewel of a thriving domestic industry and the Palmetto International Exposition Center, the
palace in which it was displayed. Then known as Textile Hall, this venue was recognized as one of
the largest and most accommodating trade show sites in North America. The host city, Greenville,
S.C., was billed as the Textile Center of the World, and while this might not have been absolutely
true, the town had at least a claim to the throne because of the number of plants, spindles, looms
and industry employees in the immediate area. In this then-new expo center, Textile Hall Corp. and
the American Textile Machinery Association (ATMA) hosted the initial editions of ATME-I, an event
held every four years that has attracted machinery manufacturers and buyers from around the
world.Thousands upon thousands of visitors poured into this Southern anchor of the American
Industrial Revolution, their pockets overflowing with dollars to buy the latest and finest models
of textile machinery and components from such companies as Draper, Saco Lowell, Hollingsworth and a
host of other American manufacturers. Orders were placed as well for European machinery that was
beginning to emerge as cutting-edge technology. Back in the early days, show attendees could see
offerings in yarn prep, fabric formation and finishing all under one roof and at one time.
Representatives from the worlds major mills, most of them American, left the show with the promise
of more productivity to expand their industry-leading positions, and machinery manufacturers closed
their displays with hefty new orders and volume substantial enough to keep production lines running
at capacity.Times change, though, and the world moves on. To put it kindly, the market for new
textile machinery in the United States is flat. Even the normal upturn evident after previous
cycles of industry inactivity an upturn seen in almost every other developed economy in the world
this year has not happened to any great degree in the United States. U.S. mills are losing the
battle in the production of commodity products, and more and more machinery manufacturers market
aggressively in the United States because of image rather than profit.In the midst of such
conditions, it should come as no great surprise that exhibitors at ATME-I 2000, by and large, found
the show to be disappointing. While few would argue that ATME-I has ever superceded International
Textile Machinery Association (ITMA) as the worlds premier textile show, there is a growing feeling
among ATME-I exhibitors that the shows stature is decreasing and that something needs to be done to
infuse the exhibition with new life. Recapturing The LusterThe paramount issue is combining
the two segments essentially, spinning and weaving into one event every four years, as was the case
up until 1976. It is the stated mission of both ATMA and Textile Hall to accomplish this, although
logistics and timing are proving to be major obstacles.Almost without fail, exhibitors interviewed
by ATI pointed to rejoining these segments as the most expedient and perhaps the only avenue by
which to restore some of the lost luster of this tarnished gem.Pre-show statements from both ATMA
and Textile Hall indicated some immediate progress was at hand and that the 2000 and 2001 editions
of the show would be the last in split format. That notion, however, was quickly put to rest with
the following release from ATME-I on the first day of the show:[ATMA] and Textile Hall Corp. have
concluded that [ATME-I] will be held in Greenville, S. C., presumably in 2004 and 2005, under the
current split show format.On June 5, 1999, the two organizations announced their intention to
consolidate ATME-I into a single show. That objective has not changed. The co-sponsors will
continue to evaluate the feasibility and advantages to the textile industry in the Americas, as
well as to all the machinery and service exhibitors located throughout the world, of providing a
single, all- process machinery exhibition.ATMA and Textile Hall Corp. have co-sponsored ATME-I for
[more than] 30 years and in the present format since 1976. They have pledged their full support to
produce for the textile industry in the Americas the best exhibitions possible.It was almost as if
a collective sigh of disappointment emerged from the show floor when the announcement was made
public. Some exhibitors spoke to ATI only on condition of anonymity, while others spoke freely for
the record.I hope you have the courage to print the truth, one exhibitor with a large investment in
floor space said. Attendance is terrible. They say attendance is down only slightly from the last
show (1997). What they are not saying is that attendance was lousy at that one, too. At any given
time, I guarantee you there are more people manning the booths at this show than there are
customers on the floor.Final attendance numbers released support that contention. Textile Hall and
ATMA originally forecast 15,000 visitors to the show and then, in a somewhat bold revision, upped
that number to 18,000. Actual figures, though, revealed traffic of only 9,763 total visitors, down
approximately 12 percent from the previous show. Total attendance, including exhibitors and booth
personnel, was 14,623, still well below projections. Attendance at ATME-I has fallen by about 25
percent since the 1992 edition of the show.Textile Hall Executive Director Bob Ellis, however,
emphasized quality of attendees over sheer numbers, saying more than a third of the visitors were
decision makers. He disagreed with the assessment that the shows results were disappointing.

The show was certainly disappointing for some exhibitors, Ellis told ATI after ATME-Is
conclusion. And we were certainly disappointed in the total number of visitors. But I think the
majority of exhibitors were happy with the level of business conducted.Ellis attributed the decline
in attendance to several factors, most notably the generally flat textile economy in the Southeast
and the closing of numerous plants in the area since the last ATME-I.I talked to quite a few
executives who anticipate an upturn around the first of the year. They say they plan purchases then
based on information they gathered at the show.Ellis also said the announcement that the format
would be split in the next cycle is not absolutely definitive. Sources close to the event said ATMA
and Textile Hall were stalemated in planning, with ATMA steadfastly maintaining that the next cycle
must be combined, while Textile Hall presented the logistical implausibility of such. This could
not be confirmed by ATI through official sources, but Ellis did offer some enlightenment on the
issue. It is the stated objective of ATMA and Textile Hall to sponsor a combined event, he said.
Right now, we are looking at how that might be accomplished. Floor space is a major issue.
Approximately 85 percent of the available exhibition space was used for ATME-I 2000, and 90 percent
is projected to be occupied for the 2001 segment. Possible options include installation of
temporary exhibit space for ATME-I or permanent expansion of the facility.Ellis said it is
important that the show remain in Greenville, central to the U.S. textile industrys manufacturing
base. Rumors circulated that other sites were under consideration notably Atlanta, Charlotte and
Orlando but problems such as suitable venues, scheduling and proximity to potential visitors were
major obstacles. Mixed ImpressionsExecutives of several of the larger machinery manufacturers
and distributors were careful in how they worded their impressions of ATME-I 2000, obviously torn
between the need to accurately report their experiences and the desire to put a positive spin on a
key industry event. And there were major orders placed Rieter, Savio, Dilo, Neumag and others
reportedly left the show with substantial deals. What we are seeing, though, is the same people
that we saw at the last ATME show, said Harold Hoke, CEO, American Savio Corp., which received
orders for both its Geminis twister and Orion winder. We are not seeing the same depth that we saw
in the past. Companies are not sending as many of their middle management people. Yet, these people
are the ones who will be the decision makers in the very near future.Added Rodger Hartwig, vice
president, Symtech Inc.: This is an opportunity for problem solving that a lot of people are
missing, and that concerns me. Many folks who only see how their own plants operate could benefit
from the solutions available here. Perhaps attendance by these people wont result in immediate
business for a lot of companies, but it would expose them to processes and technology they havent
seen and that could result in more business in the future.Hoke agreed, adding, Companies used to
use this as a training show. The people who were being groomed to be decision makers came here to
learn. It concerns me that we dont see as much of this. The one thing that is going to keep the
U.S. industry competitive is innovation. And this is where innovation is on display.With economic
conditions within the domestic industry being what they are, all of those interviewed said a
combined show would likely result in a significant increase in visitors.I think combining the
segments, ultimately, is the only chance to keep the image and level of involvement in a U.S. show
intact, Hoke said. Hartwig agreed, but also pointed to the level of investment companies have to
make to fully support two shows within just a few months. Its difficult for us. This is an
expensive proposition. From purely a cost standpoint, we cant justify being here with the current
level of attendance. But, as well, given the stature and image of this event, we cant afford not to
be here. Consolidation would be a tremendous asset and would offer an opportunity to realize a much
better return on our investment.Ueli K. Schmid, president and CEO, Rieter America, concurred.
Reflecting on the show in general, one must question the return on investment, he said. Even with
the substantially reduced area and number of exhibits, we have to ask ourselves about the
cost-effectiveness of such an event. In a global world with communication at light speed and travel
logistics our fathers could not even dream of, we must ask ourselves how we can reach our customers
most cost-effectively. Besides, shows in China, the United States, India, and Mexico within a time
frame of eight weeks are counterproductive and ignore a changing world.Rieter, however, was one of
shows big winners. In addition to generating orders, ATME-I 2000 provided the company the
opportunity to present the joint corporate identity of Rieter and ICBT and allowed the company to
showcase its new compact spinning offering. Granted, the number of visitors were not as great as in
past shows, Schmid said. We can view the number of visitors from different angles and with
different judgments. However, we all agree that the caliber of visitors was impressive. Also, we
had the privilege to welcome all major companies from the United States, many from Mexico and
important ones from Central America, Canada and South America. Quantity Versus QualityFor
some, the show was as much about image as quantity of orders. Saco Lowell, Greenville, S.C.,
perhaps the sole remaining U.S. machinery manufacturer with worldwide name recognition, used ATME-I
to introduce its complete spinning mill, composed of equipment from both the venerable manufacturer
and its sister company, Fiber Controls. Saco Lowell is now an independently owned, private company,
the assets of which were purchased last year from Hollingsworth as part of the latters decision to
refocus on its core business.I would have to say this has been a good show for us, said Behzad
Khaleghi, Saco Lowells marketing director. We generated a lot of interest in our machines, and we
anticipate orders from both South America and the United States to materialize as a result of this
show. Saco Lowell had the single largest display booth at ATME-I 2000 in order to make as big a
re-introduction as possible. But, Khaleghi said he expects participation in future events to be
more limited. For us this year, under new ownership and with a new identity, it was a must. But,
one does have to question the return on investment of such a large display. Looking
AheadUltimately, as the dust settled and exhibitors began dismantling equipment either for shipment
to customers or back to their own locations, the sense for the future of ATME-I was one of guarded
optimism. Is the show, in its current form, a second or third-tier event, behind the major European
and Asian shows Most would say so. But do Textile Hall and ATMA have at their disposal the ability
to elevate the show to its former status With a combined spinning and weaving exposition, that
answer, according to show attendees, is a resounding Yes.
Editor's Note: Executive Editor Jim Phillips, Senior Technical Editor Eric Vonwiller, Fibers
Technical Editor John E. Luke, Spinning Technical Editor Dr. William Oxenham, and Nonwovens
Technical Editor Richard G. Mansfield contributed to this article.Editors note: For five days, editors and correspondents from ATI traversed the halls of the
Palmetto Expo Center to attempt to define and report the pulse of ATME-I 2000. The following pages
detail those efforts. Executive Editor Jim Phillips provides a wrap-up of ATME-I 2000 from the
perspective of exhibitors and show sponsors. Then follows a report on the offerings of selected
exhibitors and industry segments by Phillips, Senior Technical Editor Eric Vonwiller and Technical
Editors John Luke and Richard Mansfield.Next month, ATI will continue its post-show coverage with
Technical Editor Dr. William Oxenhams review of spinning technology, including new developments in
compact spinning, perhaps the most exciting technology displayed at ATME-I 2000. In an upcoming
issue, Technical Editor Richard Mansfield will review nonwovens fabric formation.